“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
To be honest, this pretty well sums it up. Valuable is the operative word in this definition, as unlike other marketing and advertising methods, the consumer of information may seek out your content and want, as opposed to being forced to, consume what you bring to the conversation. It’s about the ideas and cultures behind brands, rather than the product or offering in essence. Unlike the Mad Men era push advertising, content marketing is about pulling people to your brand.
The Content Marketing Institute goes on to say, “Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.
The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”
So what are the types of content marketing? Well, the list is endless. There’s blogging, video content, photography, magazines, websites, microsites, apps, social media channels, events, newsletters, online communities – all of these things along with hundreds more constitute what is known as content marketing and each provides a fantastic means for getting your customers to engage with your brand on a level beyond surface level advertising messages.
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